'Dissolving lines of the gender divide in the name of self-expression.'
On July 22, Gucci launched its new, “genderless” shopping category on its website, which the brand has called "Gucci MX."
, the new section is "set out to deconstruct preconceived binaries and question how these concepts relate to our bodies. Celebrating self-expression in the name of all gender equality, the House presents MX.", Gucci MX will feature the brand's collections — starting with Pre-Fall and FW20 — using only gender-neutral models to style the pieces. The move to launch Gucci MX is a first in the luxury fashion world, and certainly sets a precedent for other brands to pay attention to.
“The House's collections emphasize the dissolving lines of the gender divide in the name of self-expression,” the Gucci MX webpage also states. "Playing with the constructive nature of gender, the MX project underlines the performative nature of what we wear, presenting masculinity and feminity as relative concepts."
Gucci MX divides products into four categories: Ready to Wear, Handbags and Luggage, Shoes, and Accessories. Sizing for the pieces is, of course, gender-neutral as well. Back in May,
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